Associations are missing opportunities to better engage and retain their members—especially newer ones—through community and content, according to a new study.
The State of Association Member Experience Report was released earlier this month by Forj, a member experience and virtual events platform. Its survey of more than 1,700 association members globally found some softness when it comes to member engagement and retention among newer members. For instance, the survey found that while a majority of “late career” members say they will “definitely renew” their membership, only about a third of “early career” members say the same.
Forj CEO Kurt Heikkinen said that this disconnect demonstrates that associations may need to diversify their online experiences to emphasize community connection alongside education. “We’re living in a different paradigm from a learning standpoint,” he said. “A modern learner wants social learning, engaging with their peers.”